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How to activate an umbrella brand for multiple categories in the Swiss food retail market?
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Resumo(s)
As the competition between grocers in Switzerland increases, the positioning of each
retailer becomes more relevant. Lidl Switzerland, part of the international trading company
Schwarz Group, realizes opportunities to improve their brand perception. The work project aims
to demonstrate how to activate a new umbrella brand for multiple categories in the Swiss food
retail market. An understanding of brand activation and perception was developed by conducting
qualitative expert interviews and a quantitative shopper survey. These findings were turned into
strategic and operational recommendations for Lidl pointing out the importance of a strategic
framework, department-overarching collaboration, and creative marketing activities.
Descrição
Palavras-chave
Brand activation Retail Umbrella brand Swissness